2019 Winners & Shortlists

IMPRESSIONS OF DATA

Client/BrandCAREEM
Product/ServiceCAREEM RIDE HAILING
EntrantCAREEM Dubai, UNITED ARAB EMIRATES
Type of EntryInnovation in Outdoor
CategoryTechnology
Idea Creation CAREEM Dubai, UNITED ARAB EMIRATES
Production CAREEM Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

As a ride-hailing platform, Careem is seen as a functional service. We wanted to build an emotional connection with our audience while using raw data to illustrate an emotional story. Using our region’s roads as our canvas, we collaborated with engineers to create an algorithm that turned ride data into art; plotting all the Careem trips happening across our cities, and in doing so uncovering all the stories flowing through them.

Write a short summary of what happens in the ambient or digital execution or campaign.

With this ride-tracking platform we charted Ramadan across our cities, tracked pilgrimages to Mecca, and wrote a message in Arabic calligraphy for UAE National Day. With these data-tracked maps, we gave our customers a chance to freeze their journeys. The resulting maps were exhibited in a gallery and given to customers to crystallize their memorable moments forever.

Credits

Name Company Position
Anas al Sarraj Careem Hive Creative Director
Sofia Hafdani Careem Lead Data Scientist
Sandy McIntosh Careem Hive Lead Creative
Theo Lambert Careem Hive Senior Creative Content Manager
Jess Enverga Careem Hive Lead Designer
Maysam Faraj Careem Hive Production Manager
Anete Kollanur Careem Hive Copywriter
Adam Goncalves Careem Hive Copywriter
Aaron Leung Careem Hive Lead Copywriter
Alex Aitken Careem Berlin Identity Engineering Manager
Pavel Ivankov Careem Berlin Web Engineer
Links
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